Online Campaign Management: A Must-Read Guide

Source: Fiverr

For building brand presence, increasing visibility, and building up consumer engagement, a lot of tools are present in today’s online space.

Nowadays it is vital for any organization to build a virtual presence and hold it to improve the productivity and efficiency of its marketing efforts.

What do we understand by Campaign Management?

A marketing campaign which is more centric on the right consumer base is essential, for the same marketing automation plays an important part which has its backbone in the form of creation of customized organizational campaigns, that are also automated, traceable and easy-to-repeat processes.

Knowing the result of any activity always helps in improving the future steps to be taken, similarly, measurement of the performance after a campaign is over is important to marketing too. The analysis of the same helps the organizations in turning the insights into a competitive advantage and customer dialogue into long-term loyalty organizations.

Knowing all of this would definitely help the organizations in assessing customer profitability, and creating highly accurate retention, cross-sell/up-sell, and response models.

What Campaign Management brings to the table?

With the execution of this process, the organizations can streamline product mixes, and next-best offers, and communicate more effectively with the customers. All of this can subsequently result in better consumer response rates and improved ROI.

For more efficient marketing programmes there is a need for a complete customer profile that can be collected through the online social data, by channelizing it through superior data quality processes, standardization, deduplication, cleansing, and appending.

What does a good campaign management solution offer?

• Embedded data management: It labels every aspect of controlling customer data, from extract, transform, and load (ETL) to data quality.

• Unmatched analytics: It comprises various methods for campaign and component testing, analytically based segmentation, modelling, clustering, and priority optimization.

• Usability: Intuitive search capabilities, straightforward navigation, effortless information sharing, and easy reuse of treatments, campaign components, etc.

• Painless integration and customization: In order to create custom processes and select data attributes, it includes a common, open data model, and custom node functionality.

• Real-time interaction management

• Targeted segmentation and cross-channel execution

• Superior operational reporting

A company when runs a new campaign, runs it across a various set of media, and following this the organization need to ensure:

• Measuring the success of the campaign.

• Identifying the media that was most successful.

Now, we will look at a set of media to observe how the organizations can be benefitted by using them for campaign management.

Campaign Management using Facebook

An organization that integrates the campaign management efforts using Facebook includes the following actions:

• Using Google Analytics: Companies can use it to track campaign and ad performance on KPIs (Key Performance Indicators) like conversions, transactions, goals, or revenue.

• Comparison: The organizations must compare the Facebook Campaign performance to other channels.

• Collection of Facebook assets: The companies can connect all their Facebook assets to facilitate maintenance of their ad accounts, Pages, Apps, and events in one place, it can be done by connecting multiple Facebook user accounts.

• Advertisement planning: It is important for the organizations to know which combination of text and image can lead to better performance of advertisements, this saves a lot of time by generating all possible advertisement variations.

• Use consumer profiles on Facebook: It is used for consumer segmentation and well-directed consumer targeting, this facilitates the comparison of the performance of a campaign across various segments.

Campaign Management using Twitter

As it is a fast emerging medium where the organizations can get engaged with new customers by running certain interesting contests, special promotions, and advertising events.

The companies can use tools like Simply Cast which can help in the following ways:

• Creating interesting posts: Up to date posts on trending topics, industry news, current Twitter trends, etc. can motivate the customers to engage with the company by sharing their personal experiences and testimonials. This would create a trustworthy environment.

• Randomizing the time of posts: This will make the posts appear to be more organic. The tweets can be designed in a fashion to target specific audiences based on gender, age, and location.

• Tweet scheduling: Organizations can make use of software tools for scheduling multiple or single tweets, repeating the same tweet at specific intervals of time, also it can set up an organic tweet timing, thus keeping the Twitter feed fresh and updated.

Conclusion

This article took a shallow dive into the concept of Online Campaign Management, why campaign management is required? What does a good campaign management solution offer us?

And at last, we observed a set of media on how the organizations can make use of them.

Written By: Devangi Sharma